Blunt has been penned by French fashion powerhouse Yves Saint Laurent as the new face of their staple Opium fragrance.
"Opium is more than a fragrance; it's a myth that embraces the whole history and values of our House," Renaud de Lesquen, President of YSL & Designer Brands, said. "Over and above her beauty and elegance, we were impressed by the career and artistic options of Emily Blunt."
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| Emily Blunt |
The Opium campaign will be the first big beauty spokes model gig for Blunt.
"I am very honored to have been chosen to be the face of Opium," Blunt said in a statement for YSL. "It is really exciting to embody a fragrance which has stood the test of time without it's allure ever being diminished." Blunt will be following in the footsteps of model Sophie Dahl who shot a campaign with YSL in 2000.
The Opium fragrance, launched in 1977, was created by perfumer Jean-Louis Sieuzac. While the fragrance has gone through several spokes models and designs, the initial scent of mandarin orange, bergamot, lily of the valley, jasmine, patchouli and amber has not been changed since the seventies.
The fragrance has frequently been under fire over the years for its controversial name and ads that the Advertising Standards Authority (ASA) many times deem inappropriate. The fashion house’s signature fragrance has gone through many transformations but has always aimed to push boundaries.
Lesquen said the new campaign will "unveil a fiery, almost reckless woman with magnetic seduction that nobody or nothing can resist.”
Blunt’s campaign will feature television, print and outdoor ads. The actress worked with Romain Gavras for her television promotion and noted photographer Patrick Demarchelier on the print campaign which will air its first ads this October.
Vanja Veric
"I am very honored to have been chosen to be the face of Opium," Blunt said in a statement for YSL. "It is really exciting to embody a fragrance which has stood the test of time without it's allure ever being diminished." Blunt will be following in the footsteps of model Sophie Dahl who shot a campaign with YSL in 2000.
The Opium fragrance, launched in 1977, was created by perfumer Jean-Louis Sieuzac. While the fragrance has gone through several spokes models and designs, the initial scent of mandarin orange, bergamot, lily of the valley, jasmine, patchouli and amber has not been changed since the seventies.
The fragrance has frequently been under fire over the years for its controversial name and ads that the Advertising Standards Authority (ASA) many times deem inappropriate. The fashion house’s signature fragrance has gone through many transformations but has always aimed to push boundaries.
Lesquen said the new campaign will "unveil a fiery, almost reckless woman with magnetic seduction that nobody or nothing can resist.”
Blunt’s campaign will feature television, print and outdoor ads. The actress worked with Romain Gavras for her television promotion and noted photographer Patrick Demarchelier on the print campaign which will air its first ads this October.
Vanja Veric
